Ronald Endley Ainsbury

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1 Ronald Endley Ainsbury Summary Ron is a widely experienced executive, consultant, and teacher. Highly energetic, Ron brings intellect, skill, experience, and common sense to business issues. He has built and led successful teams, led company turnarounds, developed innovative solutions to client strategy problems and, over the past decade, to corporate responsibility and sustainability issues. Born in South Africa, Ron graduated with a B. Sc. Honours degree from the University of Cape Town, then won a Field Marshall Smuts Scholarship to study at Oxford University where he earned two Masters degrees, a M. Sc. In Mathematical Statistics and a M. Phil. In Management Studies. He has been Managing Director of two successful marketing companies, Swedish Motors (Volvo) in Thailand and New Zealand Breweries (Steinlager) in Auckland, New Zealand. In both companies he led a turnaround in market share, improvement in profitability, and set up new, complimentary businesses. As a consultant based in Australia, Ron worked for a wide range of companies in the US, Japan, Thailand, Australia, and New Zealand and in a wide range of industries, including airlines, banking and finance, building and construction, consumer products, manufacturing, services, and brewing. In Thailand, he assisted in the building of several new ventures, sat on various committees representing the foreign business community, founded a Chamber of Commerce, and was a director of the Board Of Trade of Thailand for five years, including one year as Vice Chairman. Based in London he has consulted for the Alcohol Beverage. Industry in several countries such as China, Ghana, Namibia, Russia, South Korea, and Thailand. Ron launched a new venture in Thailand, the Better Environment Company, focusing on bringing profitable business solutions to environmental problems. After a successful start, the enterprise ran aground as a result of the financial crisis that hit Thailand in As Corporate Relations Director for Diageo in Australasia, he contributed to international policy on CR issues (particularly Enriched Communities ) and initiated a number of activities in Australia that were recognised as best practice and replicated globally by Diageo, such as the responsible drinking programme, DRINKiQ. He has consulted to the alcohol industry in China, Korea, Mongolia, Russia, Singapore, Taiwan, and Thailand, developing industry coalitions to meet strategic threats. He is a Visiting Lecturer at Vietnam s Academy of Finance on Management topics. He is a Visiting Fellow to Cranfield University s Doughty Centre for Corporate Responsibility, was a Guest Professor at Rotterdam Business School ( RBS ), advising and lecturing on Corporate Sustainability and Responsibility and has subsequently been a Visiting Lecturer there. He has lectured on business subjects to graduate students at leading Universities in Thailand: Thammasat, Chulalongkorn, Burapa, Webster (US) University s Thai Campus, and supervised doctoral students at the University of South Australia s Thai Campus. He has published two case studies on the European Clearing House, Drinkwise: Uniting an Industry with Prof. David Grayson in 2011 and The Path to a Sustainable SME: The Van Houtum Story with Saulius Buivys in 2013 and has recently published an occasional paper with Prof David Grayson Stages of Maturity.

2 Career Details date Jacaranda Limited, Consultant Cranfield University, Visiting Fellow, Doughty Centre for Corporate Responsibility Rotterdam Business School, Senior Research Fellow Ron consults to companies developing their business in Asia Ron consults to the alcohol beverage industry in Asia Pacific focused on bringing the industry together to lead and implement industry sustainability programmes He is a consultant to the International Center for Alcohol Policies ( ICAP ): most recently leading a project to tackle drunk driving in Russia (government and industry) and bringing the industry together in Mongolia to tackle harmful use of alcohol He trains facilitators in how to lead an innovative responsible drinking programme (see below) He is a Visiting Lecturer at the Academy of Finance (part of the Vietnam Ministry of Finance) on two joint venture courses, MA in International Trade and Finance (Leeds Metropolitan University) and MBA (Gloucester University) - subjects: Business Strategy, Marketing Strategy, and Trade, Development, and Growth At Cranfield University he is undertaking research on industry leadership in sustainability and the impact this has on the formal training needs of business leaders of tomorrow and has just published an occasional paper with Prof David Grayson Stages of Maturity. At Rotterdam Business School (Rotterdam University of Applied Sciences) he lectures in SME management, Entrepreneurship, and Business Sustainability. He has co-written a business case based on a Dutch SMEs approach using cradleto-cradle (Circular economy) as basis for a new business strategy He conducts research into how SMEs can use business sustainability to spurinnovation Diageo Australasia Limited Sydney, Australia Director, Corporate Relations Ron was responsible for Government & Public Affairs, Corporate and Internal Communications, Brand PR (not advertising), Diageo s Corporate Citizenship programme (including the Bundy Bush Fund and Diageo Helping Hands), and the Diageo Responsible Drinking Programme (including DRINKiQ and Ron covered Australia, New Zealand, and the Pacific Islands. Ron worked on several Asia Pacific and Global teams to provide consistent international policy on CR issues (such as Enriched Communities ) and had initiated several activities in Australia that are being replicated internationally by Diageo. Ron pioneered an innovative alcohol information programme targeting employees, called DRINKIQ, now a Diageo global standard, and being used with customers and other external stakeholders. He also developed a simple device placed on all Diageo s products clearly showing the standard drink content of the alcohol beverage. This initiative was endorsed by the Australian Federal government and is now being followed by other companies and being introduced into Southeast Asia. See below for further detail.

3 Euro Thai Holdings Limited Better Environment Company Limited Founding President Ron founded two start-up joint venture companies focusing on environmental products. After a successful start, with a customer list that included Thai International and Goodyear Tyre, the enterprises ran aground as a result of the financial crisis that hit Thailand in 1997 causing interest rates to rise, exchange rates to skyrocket, and the resulting liquidity crunch forcing customers to defer new investment and cancel orders for new equipment Socratic Insights Limited President and CEO Ron s clients included the Thai subsidiaries of multi-nationals such as Michelin and Kimberly-Clark, local companies such as Thai-Amarit Brewery and TIS marketing, and several Internet start-up companies (Thai and US). Ron consulted on a range of issues from cross-cultural team building and management to business and marketing strategy. Included in this period were two temporary executive placements. The first was as Managing Director of Danceman, the Thai subsidiary of an Australian firm, a factory producing and exporting ballet and dance shoes (circa nine months in ). The position was designed to allow a Thai MD to be groomed for the position. The second, was as International Business Manager, for TIS Worldwide Marketing, a Thai firm importing and producing alcohol beverages (circa one year ) Swedish Motors Corporation Managing Director Assistant to Managing Director ( ) Special Projects Manager ( ) Finance Manager ( ) SMC started as the family-owned distributor of Volvo cars, buses, trucks, and construction equipment in Thailand. From Ron undertook a variety of assignments including the negotiations with the Bangkok Metropolitan Authority for the delivery of 240 airconditioned city buses and with a consortium of international banks for seven-year syndicated loan. In 1988 SMC listed on the Stock Exchange of Thailand ( SET ) and Ron was appointed MD. Amongst other activities, Ron developed an innovative customer loyalty programme, integrated the Volvo- SAS Golf tournament into brand and customer marketing, and restructured rural dealer and sales representative incentives. As a result sales rose from under 1,200 vehicles to over 3,000 within four years and reported profit almost doubled. He launched Volvo Trucks as a separate Thai venture and took on the Chrysler Jeep franchise for Thailand. He also created Scandinavian Leasing, a joint venture between SMC, AB Volvo, and Skandinaviska Enskilda Banken. The company later listed separately on the SET.

4 New Zealand Breweries Limited Auckland, New Zealand Managing Director Lion Corporation had been one of Ron s clients as a Business Strategy Consultant (see below). Appointed to implement the consulting recommendations, Ron introduced innovative marketing programmes such as Steinlager s sponsorship of the All Blacks, the first Rugby World Cup, and Peter Blake s Steinlager Challenge series - which won the 1989 Whitbread Round-the-world Race. The result of these and other efforts saw a turnaround in a decadeslong decline in domestic market share and a trebling of exports. Ron led a restructure of the breweries, closing some and reinvigorating Auckland and Christchurch. Closures led to the dismissal of 300 workers out of 1,200. The way this was handled was recognized at the time as best practice. Outside of the beer business Ron launched a joint venture, New Zealand Can, producing aluminium cans for the beverage industry. Ron was a member of the Senior Executive Committee of Lion Corporation that included the Wine & Spirit Distribution, Hotel, Licensed Restaurant, and Liquor Retailing businesses Pappas Carter Evans & Koop Pty Ltd Sydney, Australia Business Strategy Consultant An Australian consulting firm established by former consultants of McKinsey & Co. and Boston Consulting Group, subsequently bought by BCG. Ron worked on business strategy assignments across Australia, New Zealand, Japan, Taiwan, the USA, Thailand, and Singapore and in a wide range of industries, including airlines, banking, brewing, building materials, finance, manufacturing, mining, motors, and plastics. See below for further details. Education Oxford University, Trinity College (Field Marshall Smuts Scholarship) 1976 M. Phil - Management Studies 1975 M. Sc - Mathematical Statistics University of Cape Town (CSIR Scholarship) 1972 B. Sc. Honours - Computer Science, Mathematical Statistics Lecturing/Teaching Experience Between 1992 and 2001 Ron was a lecturer at a number of Universities in Thailand and Vietnam teaching business topics (Business Strategy, Consumer Behaviour, Leadership and Team-building, Cross-cultural Management, and International Business) to graduate management students: MBA, M. Sc., and D. Phil programmes date University of Leeds/Vietnam Ministry of Finance MAITF date University of Gloucester/Vietnam Ministry of Finance Mini-MBA Royal Business School, Vietnam (Executive Education) Burapa University, Webster University, and University of South Australia in Thailand Chulalongkorn University, Thailand

5 Thammasat University, Thailand Publishing 1994 Series of management papers (e.g., Thailand s Biggest Infrastructure Problem: The Shortage of Leaders ) - Published in Bangkok Post DrinkWise: Uniting an industry. Prof David Grayson and R. Ainsbury, published on ECCH Corporate sustainability and responsibility as a source of competitive advantage - case of Van Houtum Company. R. Ainsbury, B. Pešalj, and S. Buivys Univ. Of Belgrade Journal of Economics V6, The Path to a Sustainable SME: The Van Houtum Story. R. Ainsbury and Saulius Buivys, published on ECCH.a 2014 Business Critical: Understanding a Company s current and desired stages of Corporate Responsibility Maturity Prof David Grayson and R. Ainsbury, Cranfield University.